g
What Is Google’s Information Gain Score?
Information gain score is a concept from Google patents. It describes a way to estimate how much new and useful information a page provides compared to what a searcher already saw on the same topic.
If a person reads several pages about roof repair, Google tracks what those pages covered. When that person clicks the next result, Google wants to send them to a page that adds something new, not another copy of the same advice. Information gain score is the idea behind this decision.
This concept appears in a series of patents on “Contextual estimation of link information gain” including:
- 2020 application, US20200349181A1
- 2022 patent, US11354342B2
- 2024 patent, US12013887B2
The earlier versions focused on web pages in search results. The 2024 update discusses how automated assistants, including systems like Gemini and AI Overviews, prioritize diverse information and avoid repeating the same answers.
Common Questions About Information Gain Score
What is Information Gain Score in SEO.
Information gain score is a concept from Google patents that measures how much new and useful information your page adds beyond what searchers already saw on the topic. Pages with unique data, local detail, and expert insight tend to have stronger information gain.
Why does Information Gain matter for home service businesses.
Information gain matters because it decides whether Google and AI Overviews show your page or a competitor’s page when homeowners compare options. Content that shows your real field experience and local knowledge earns more visibility and better quality leads.
Key Takeaways For Busy Business Owners
- The patent describes methods that favor pages adding new, specific information, not longer copies of existing guides.
- A short page with local prices, field photos, and real problems often outranks long generic guides.
- Fifty near identical suburb pages signal low information gain and can drag your domain down.
- Unique data from your jobs, such as failure rates or timelines, signals high information gain.
- Real photos, case studies, and local code notes help your site stand out in search and AI Overviews.
- Better information gain attracts more qualified leads and reduces tire kicker calls from unqualified visitors.
- Update your top pages at least once per year with fresh examples, prices, and photos to maintain strong information gain.
Why Information Gain Score Matters For Your Business
For a home service business owner, this concept touches one simple question.
Does your page give the searcher new, specific help, or does it repeat what every other page already said.
When your content adds fresh insight, your pages have a stronger chance to:
- Earn better placement in search results over time
- Appear in AI Overviews and answer summaries
- Build trust with homeowners who compare several providers
- Bring in visitors who are closer to booking a job
- Attract better qualified leads who already understand your value
- Reduce wasted time on calls from people who are not ready to hire
This shifts the focus from “who writes the longest page” to “who offers the most unique, helpful insight.”
What Is Information Gain Score In SEO
In SEO, information gain score refers to how much new and useful information your page adds compared to other results on the same topic.
The more your page introduces original data, local detail, or expert judgment, the more value it offers to search systems and to homeowners.
Long content with no new information is low value content.
How Google’s Information Gain Patents Work In Practice
Based on the patents and expert analysis, several ideas sit at the core of information gain.
1. Additional Information Beyond What The User Already Saw
For a topic like roof repair, Google compares what top pages already cover and then favors pages that add new angles or data. The patent also describes ways to estimate what an individual user already saw during a search journey.
If your page:
- Repeats the same tips, definitions, and generic advice, information gain score stays low
- Adds new facts, data, examples, warnings, or angles, information gain score rises
A short, unique page often outperforms a long guide that only summarizes the top results.
2. The “Anti Skyscraper” Mechanism
Traditional “Skyscraper” content copies or combines ideas from the top results into one long guide.
The patent describes behavior that acts in the opposite way, an “Anti Skyscraper” effect.
- A long guide that only gathers points from existing pages offers little information gain
- Search systems may treat that guide as redundant even if the writing quality looks high
- A shorter page with one or two strong, new angles often performs better
Example
A 3,000 word “Ultimate Guide to Roof Repair” that repeats the same basic advice as existing pages brings low information gain.
A 500 word article that includes a local price breakdown for your city, plus clear photos of recent repairs, delivers more information gain and may rank higher.
3. Redundancy Penalty
The patent describes methods that behave like a redundancy penalty for repeated information.
Pages lose visibility when they:
- Say the same thing as other results with slightly different wording
- Use AI to rewrite common articles without adding new insight
- Duplicate the same content across many city or suburb pages with only the location name changed
Pages stand out when they:
- Provide original data or real project numbers
- Offer a different angle, such as warnings, local risks, or performance data over time
- Surface details that only direct field work reveals
Publishing many near identical suburb pages weakens your information gain and risks lower visibility in Google.
4. Earlier And Current Patent Versions
Earlier filings set up the basic math and logic for information gain.
- US20200349181A1, original application from 2020
- US11354342B2, granted in 2022
The newer patent US12013887B2, granted in 2024, extends those ideas and describes how automated systems, including assistants, prioritize content that adds new information instead of repeating the same answers.
How Information Gain Affects AI Overviews In 2025
The 2024 patent version discusses how automated assistants, such as Gemini and AI Overviews, select sources.
These systems aim to:
- Avoid repeating the same answer multiple times
- Pull from sources that add new information or perspectives
- Prefer “source” material that holds original data and real world observations
For your business, this means:
- Pages with job photos, local code notes, and unique data have a stronger chance to appear in AI Overviews
- Generic content that an AI text tool produces from common web knowledge has a weaker chance
- Clear, specific statements and question and answer blocks help LLM systems extract and quote your content
To increase your chances of appearing in AI Overviews, structure key information as direct answers to common questions and support those answers with your own field data and photos.
Information Gain And “Primary Entity” Information
The patents align with the idea of “source” information. In SEO discussions, this often connects with “Primary Entity” data.
For a home service business, this points to information that originates from your own work, not from a national blog or a generic template.
Examples of Primary Entity style content:
- Real photos of job sites in your service area
- Mentions of specific neighborhoods, soil types, water chemistry, or climate issues
- Before and after case studies from real customers in named locations
- Internal statistics, such as percentage of calls linked to a certain problem
- Quotes from your team about common mistakes or field observations
Because this data belongs to your company and your region, it delivers high information gain. AI tools and remote writers struggle to match this level of grounded detail without your input.
Key Questions Business Owners Ask About Information Gain
1. The “Content Length” Question
Question
Does writing a 3,000 word “Ultimate Guide” to roof repair still work if competitors already have similar guides.
Short Answer
Length only helps when extra words deliver new, specific value that other guides do not provide. More words without new information often hurt performance.
Information Gain Angle
The patent describes calculating a score based on incremental value.
If your guide:
- Repeats common tips
- Covers the same steps and warnings as other sites
- Skips local details, prices, or field data
Then information gain score stays close to zero even if the guide feels detailed.
If a shorter article:
- Shares a clear local price range
- Explains how climate in your area affects roof lifespan
- Includes a video of a real inspection in your city
That shorter piece contributes more to the user journey and often outranks longer guides.
Action step
Review your longest guides. Identify sections that repeat common advice. Replace those sections with local examples, real project timelines, or photos from your work.
2. The “Local Expertise” Question
Question
Why does my generic service page rank lower than a competitor with less “SEO optimized” text.
Short Answer
Your competitor likely shares more unique local data and proof of real work. Search systems treat that as higher information gain.
Information Gain Angle
Generic service pages often say:
- “We are the best in town”
- “We offer high quality service at fair prices”
- “We serve residential and commercial customers”
Your competitor might skip fancy SEO language and still include:
- Photos taken on real jobs in your city
- Mentions of specific neighborhoods or subdivisions
- Notes about local issues, like clay soil, hard water, or common wiring problems
- Clear outcomes from projects, such as project length or percentage of energy savings
Because this information connects to real work and local conditions, it offers more information gain than polished but generic text.
Action step
Pick your top three service pages. Add at least one real project photo, one local detail, and one specific outcome to each page this month.
3. The “AI Content” Question
Question
Should I use AI to generate 50 landing pages for all suburbs I serve.
Short Answer
Mass AI content that repeats the same points with only city names changed creates high risk. Over time, those pages likely face filters as redundant.
Information Gain Angle
Language models generate text by predicting likely wording from existing material. By design, output leans toward what already exists, not what feels unique.
If you publish 50 pages that:
- Share the same structure and paragraphs
- Swap only the suburb name
- Offer no unique data, photos, or examples
Then information gain drops to near zero. The patent series describes methods that identify and demote such redundant content.
AI tools still help with outlines and structure, but your team needs to add:
- Project photos from each suburb
- Local issues and rules for each area
- Specific stories or problems solved there
Use AI to speed up structure and first drafts. Use your field experience, photos, and job data to turn those drafts into high information gain content.
Action step
If you already have many similar suburb pages, audit them. Identify the top five by traffic. Update those five with unique local content first. Consider consolidating or removing pages with zero traffic and no unique value.
Information Gain vs Traditional SEO Signals
Older SEO habits focused on signals such as:
- Word count
- Keyword repetition
- Exact match city names in headings and body copy
- Large numbers of near duplicate local pages
Information gain shifts attention toward:
- Originality, is this page saying something new
- Specificity, does this page talk about a concrete place, material, code, or situation
- Evidence, does this page show proof, such as photos, numbers, or timelines
- Expertise, does this page reflect hands on experience
Traditional signals still matter, for example clear titles and crawlable pages. Information gain guides how you fill those pages so they earn trust and visibility.
How To Use Information Gain For Your Home Service Business
The information gain concept rewards hands on business owners. You do not need to write like a professional blogger. You need to be more real and more specific than they are.
Your goal, stop acting like a “digital librarian” who summarizes the internet and start acting like a “digital expert” who shares direct field experience.
Examples by trade follow.
Plumbing, The “Water Chemistry” Angle
Common content, “5 signs you have a leaky pipe.”
Information gain strategy, explain how local water quality affects real hardware.
Example topic
“Why the high chlorine levels in [City] municipal water cause PEX A pipe failures in homes built after 2015.”
Why this works
- Tied to a specific city and timeframe
- Focused on a material and its performance in the field
- Drawn from problems you see on real jobs
HVAC, The “Real World Performance” Angle
Common content, “How to choose the right SEER rating for your AC.”
Information gain strategy, use service call data to show real outcomes in your climate.
Example topic
“The high efficiency trap, what we saw during the July 2025 heatwave in [City] with 30 percent more capacitor failures in [Brand] units.”
Why this works
- Uses first party data from your service system
- Connects brand, weather event, and failure type
- Helps homeowners see beyond brochure claims
Electrical, The “Specific Hazard” Angle
Common content, “When to upgrade your electrical panel.”
Information gain strategy, call out concrete risks in known neighborhoods.
Example topic
“If you live in [Neighborhood], check your garage for this specific Zinsco panel, why local inspectors now flag these during home sales.”
Why this works
- Speaks directly to a clear group of homeowners
- Names a specific product and risk
- Ties content to inspection behavior in your market
Roofing, The “Post Storm Truth” Angle
Common content, “How much does a new roof cost.”
Information gain strategy, show how different materials performed after a recent event.
Example topic
“Metal vs asphalt, a side by side photo comparison of roof damage in [County] after the June hailstorm.”
Why this works
- Uses real photos and addresses
- Connects material choice to damage outcomes
- Supports a high value decision with visual proof
Common content, “10 kitchen remodel ideas.”
Information gain strategy, share the unpleasant surprises you see every month.
Example topic
“The 7,000 dollar surprise, why 1960s ranch homes in [City] often need full subfloor replacement during a kitchen remodel.”
Why this works
- Sets realistic expectations
- Explains a pattern tied to house age and style
- Saves homeowners from budget shocks
Information Gain And Your Main Pages
Information gain applies to every page on your site, not only blog posts.
Your Home Page
Your home page should show:
- Real photos of your team, trucks, and yard signs
- Mentions of neighborhoods, landmarks, or local trade associations
- At least one short story or project example that proves you work in the area
These elements help search systems and AI Overviews understand you as a “primary” source for your location and trade.
Example
Instead of “Serving the greater metro area since 2005,” write “Serving Lakewood, Littleton, and Arvada since 2005. Last month we completed 47 furnace replacements and 23 AC installs across these neighborhoods.”
Your About Page
Your About page should include:
- Photos of the owner and key staff members
- Years in business and neighborhoods served
- One or two stories about memorable projects or challenges you solved
This content signals experience and local connection, which supports information gain across your site.
Example
Add a short paragraph like “In 2023, we helped a family in [Neighborhood] replace a 40 year old Zinsco panel that failed inspection during their home sale. The job took two days and passed final inspection with zero corrections.”
Your Top Service Pages
Each major service page should include:
- At least one real project photo from your area
- A clear price range or timeline
- Notes about local codes, climate issues, or common problems specific to your region
When each service page adds unique local detail, the cluster of pages builds topical authority and strong information gain as a whole.
Example
On your water heater replacement page, add “Most water heater replacements in [City] require a permit and take 3 to 4 hours. Homes built before 1995 often need expansion tank upgrades to meet current code.”
A single strong guide helps. A cluster of related pages that all add different details sends a stronger authority signal.
Example for a roofing company in one city:
- Cost breakdown page with real ranges for your market
- Post storm case study page with photos and outcomes
- Common materials comparison page based on local climate
- Local code and permit guide for roof replacement
If each page adds a different slice of knowledge, the cluster has strong information gain as a whole. This structure also helps your site appear more often in AI Overviews and related search results.
When you build topical clusters, link related pages together with clear anchor text. For example, from your main roofing service page, link to “See our roof replacement cost guide for [City]” and “Read our post storm damage case study from June 2025.”
Information Gain And Your Google Business Profile
While the patent focuses on web pages, the same ideas apply to your Google Business Profile.
- Photos, posts, and Q and A entries on your profile are also “primary entity” style content
- Short, expert style answers on your profile Q and A section can be reused or expanded on your site to increase information gain
- Information on your site and your Google Business Profile should reinforce each other
When both your profile and your site share specific, local, field based content, search systems see stronger signals of expertise and relevance.
Action step
Review the questions in your Google Business Profile Q and A section. Pick the three most common questions. Write detailed answers on your site with photos and examples. Then link to those pages from your profile posts.
A Simple Formula For High Information Gain
Use this formula for each major page or article.
- Specific location
Name a city, neighborhood, or climate factor that shapes the problem. - Specific data
Include at least one number from your records, such as job counts, failure rates, or timelines. - Specific evidence
Add at least one real photo or video from a job site that proves your point. - Counter intuitive twist
Explain where common advice falls short for homes in your service area.
Quick Checklist Before You Publish A New Page
Before a new page goes live, ask these questions.
- Does this page include at least one local detail other sites do not mention.
- Does this page include at least one real project example with numbers or timeframes.
- Does this page show at least one photo or video from your own work.
- Does this page explain when common advice is wrong for homes in your area.
If any answer is no, add those elements before you publish.
30 Day Action Plan To Improve Your Information Gain
Week 1, Audit your top pages
- Use Google Analytics or Search Console to identify your top ten pages by traffic.
- Review each page and note what unique local content is missing.
- List which pages need photos, price ranges, timelines, or case studies.
Week 2, Update your three most important service pages
- Add at least one real project photo to each page.
- Add a local detail, such as neighborhood names, local codes, or climate factors.
- Add a specific outcome, such as project length, cost range, or performance improvement.
Week 3, Create or update one detailed guide
- Pick your most requested service.
- Write or update a guide that includes your own data, photos, and field observations.
- Structure the guide with clear headings and question and answer blocks.
Week 4, Connect your site and Google Business Profile
- Review your Google Business Profile Q and A section.
- Write detailed answers on your site for the top three questions.
- Post links to those pages from your profile.
- Add fresh photos from recent jobs to both your profile and your site.
This plan gives you a clear path to stronger information gain in one month without overwhelming your schedule.
Common Mistakes That Hurt Information Gain
Mistake 1, Copying competitor content
Rewriting or summarizing what top competitors already published delivers zero information gain. Search systems recognize repeated patterns and may treat your page as redundant.
Fix
Compare your draft to the top five results. Identify what those pages say. Then add at least two sections those pages do not cover.
Mistake 2, Using stock photos instead of real job photos
Stock photos of generic homes and workers do not prove you do real work in your area. They hurt trust and provide no information gain.
Fix
Take photos on every job. Even phone photos work if they show your team, your trucks, or real project details. Add those photos to your pages with clear captions.
Mistake 3, Skipping local details
Pages that say “we serve the metro area” or “we follow all codes” without naming specific neighborhoods or codes feel generic.
Fix
Name at least three neighborhoods or suburbs on each service page. Mention at least one local code, climate issue, or common problem tied to your area.
Mistake 4, Publishing pages with no clear purpose
Some businesses publish pages to “cover keywords” without thinking about what new information the page adds.
Fix
Before you create a new page, ask “What will this page teach a homeowner that they do not already know.” If you have no clear answer, do not publish the page.
Mistake 5, Never updating old content
Pages published years ago with outdated prices, old photos, or expired examples lose relevance and information gain over time.
Fix
Set a calendar reminder to review your top ten pages every six months. Update prices, add fresh examples, and replace outdated photos.
How To Measure The Impact Of Information Gain
Information gain score is not a metric you see in tools, but you can track related outcomes.
Watch these metrics in Google Analytics and Search Console:
- Organic traffic to updated pages
If traffic rises after you add unique local content, information gain likely improved. - Average engagement time
If visitors stay longer on updated pages, your content is more helpful and relevant. - Pages per session
If visitors click to other pages after reading your content, your site is building trust. - Conversion rate from organic traffic
If more visitors fill out forms or call after finding your content, you are attracting better qualified leads. - Impressions and clicks for target keywords
If your pages appear more often and earn more clicks for local service terms, your information gain and relevance improved.
Track these metrics before and after you update key pages. Look for improvements over 30 to 90 days.
Frequently Asked Questions
What is Google’s Information Gain patent.
Google’s Information Gain patent, including US12013887B2, describes methods for calculating how much new and useful information a page provides compared to content a user already saw on the same topic. The patent series started in 2020 and was updated in 2024 to include automated assistants and AI systems. The goal is to reward pages that move a searcher forward with fresh insight instead of repeating the same information.
Expert insight
This patent represents a shift from rewarding comprehensive content to rewarding original content. For home service businesses, this means your field experience and local data become more valuable than long summaries of national advice.
Does Google use Information Gain Score in live search rankings.
Google does not publicly confirm which patents are active in live ranking systems. The Information Gain patent describes methods Google can use, and current ranking behavior aligns with the concepts in the patent. Sites with unique, specific, and original content tend to perform better in recent updates, while sites with thin or duplicate content often lose visibility.
Expert insight
Treat the patent as a guide to how Google thinks about content quality, not as a guaranteed ranking formula. The principles are sound for any search system that aims to serve diverse, helpful results.
How do I know if my content has good Information Gain.
Ask these questions about your page. Does it include data, photos, or examples that other top results do not show. Does it explain local issues, codes, or conditions specific to your area. Does it share real outcomes from your own projects. If the answer is yes to two or more, your content likely has good information gain.
Expert insight
Compare your page to the top five results for your target search term. If your page repeats the same points with similar wording, information gain is low. If your page introduces at least one new angle, statistic, or example, information gain is higher.
What is the difference between Information Gain and E E A T.
E E A T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It describes qualities Google looks for in content creators and sites. Information gain measures how much new information a specific page adds to a topic. The two ideas overlap. Pages that show experience and expertise often have high information gain because they include unique details and real world examples.
Expert insight
Think of E E A T as “who you are” and information gain as “what new value this page provides.” Both matter. A page from an experienced local contractor with unique field data scores high on both.
Statistic
According to Google’s Search Quality Rater Guidelines, pages that demonstrate first hand experience and original reporting receive higher quality ratings.
Can AI written content have good Information Gain.
AI written content can have good information gain if you provide unique, original inputs. For example, if you feed an AI tool your own project data, customer quotes, local pricing, and field photos, the output reflects that originality. If you only ask an AI tool to write a generic article on a common topic, the output will lean toward what already exists and information gain will be low.
Expert insight
Use AI to speed up structure and first drafts. Use your field experience, photos, and job data to turn those drafts into high information gain content. AI is a tool, not a substitute for original insight.
Statistic
Google’s public guidance states that content quality and originality matter more than the production method, whether human or AI.
Should I delete old service pages with low Information Gain.
Not always. Start by updating old pages with new content that adds information gain. Add real project photos, local details, price ranges, timelines, or case studies. If a page ranks for important terms, updating is usually better than deleting. If a page has no traffic, no rankings, and no unique value, you can consolidate it with a stronger page or remove it.
Expert insight
Use your analytics and Search Console data to identify pages with traffic and rankings. Focus updates on those pages first. For pages with zero traffic after 12 months, consider whether they add any value to your site or whether they dilute your overall content quality.
How does Information Gain affect local search rankings.
Local search rankings depend on relevance, distance, and prominence. Information gain supports the relevance signal. When your pages include specific local details, real project examples, and mentions of neighborhoods or local conditions, search systems see stronger relevance signals for local queries. This helps your pages rank better in both local pack results and organic results.
Expert insight
Combine information gain strategies with strong Google Business Profile management. Use the same local details, photos, and examples on your profile and your site. This reinforces your local expertise across multiple signals.
Statistic
According to BrightLocal’s 2024 Local Consumer Review Survey, 98 percent of consumers used the internet to find information about local businesses, and detailed, specific information helps them make decisions faster.
How often should I update my pages to maintain Information Gain.
Update your most important pages at least once per year. Add new project examples, updated prices, recent photos, or notes about changes in local codes or materials. For blog posts tied to seasonal topics, such as storm damage or HVAC tune ups, update those pages before each relevant season. Fresh, accurate details help your pages stay different from older content on the same topic.
Expert insight
Set a calendar reminder to review your top ten pages every six months. Look for outdated information, broken links, or missing photos. Small updates keep your content current and signal to search systems that your site stays active and relevant.
Does Information Gain apply to images and videos.
Yes. Original images and videos from your own job sites add information gain. Photos of real projects in specific neighborhoods, videos of your process, and before and after comparisons provide visual proof that text alone does not offer. Search systems and AI Overviews can use image metadata, captions, and surrounding text to understand and surface this content.
Expert insight
Add clear file names and alt text to your images. For example, use “roof hail damage [neighborhood] [city] june 2025.jpg” instead of “IMG1234.jpg.” This helps search systems connect your images to relevant queries and increases the chance your content appears in image search and AI Overviews.
What is the biggest mistake home service businesses make with content.
The biggest mistake is publishing generic content that repeats what every competitor already says. Pages that say “we are the best” or “we offer quality service” without proof, examples, or local detail provide no information gain. These pages struggle to rank and fail to build trust with homeowners.
Expert insight
Shift from marketing language to teaching language. Explain what you do, why you do it that way, what problems you see, and what outcomes homeowners should expect. This approach builds trust and aligns with information gain principles.
Statistic
According to a 2023 study by Semrush, pages with original research or data earn 3.5 times more backlinks and 2.8 times more traffic than pages without unique content.